mTab branding
Building a new brand identity after the Slideworx acquisition
Overview
When mTab acquired Slideworx in 2019, the Slideworx tools became mTab's main products, and one of the first priorities was a new brand identity. As Head of Design I ran the branding work, from stakeholder workshops to every final asset.
Challenge
The old Slideworx identity no longer said anything true about what the business had become or where it was going. We needed something fresh and professional: credible for enterprise clients, and restrained enough for product UI, marketing, events and merchandise. It also had to happen fast, because everything else was waiting on it.
My role
I ran workshops with the team and key stakeholders to settle the brand's personality, values and visual direction. The logo is deliberately minimal, with elements you can pull out and repeat as a pattern across promotional material and events.
The palette pairs a cyan blue with a dark teal and an orange accent, set in Montserrat. I also oversaw a full brand book covering anatomy, proportions, safe zones, colour variants and usage rules, plus everyday essentials: presentation templates, stationery, module logos and favicons.
Outcome
The new branding gave mTab a single, professional identity from day one. It has held up well too, scaling from product interfaces and the website through to print, event signage and merchandise.
